Marketing Musings - September 2019

It’s something we’ve all struggled with. Unless you don’t like ketchup, most people will tell you that they’ve had at least one instance in their life where they struggled to get the ketchup to pour correctly from the Heinz 57 glass ketchup bottle. There have been many scientific advances to ease our tomato troubles (plastic squeeze bottles), but Heinz seems to have found an ingenious, albeit temporary, way of showing how to pour perfectly without having to ditch the classic glass bottle.

Heinz Canada engaged with the creative team at Rethink Canada for the Pour Perfect bottle. It’s a simple redesign which takes the labels and rotates them enough to show the perfect 45° angle needed for the consumer to pour perfectly. It’s one of those almost obvious solutions that makes you think, “duh! why didn’t I think of that?!” Don’t get too excited though, this is a limited edition run in a Toronto test market. We can only hope that it does well enough to get some of these cool new bottles in other markets beyond Toronto.

“This year, we have focused our marketing on reinforcing the emotional connection fans have with the brand in clever and ownable ways,” says Brian Neumann, senior brand manager at Kraft Heinz Canada. “We’re always thinking of fun, cheeky ways we can highlight the iconic and timeless nature of the product to give our consumers a smile.” Well, Brian, you certainly gave us a smile for sure as we watched this video for the campaign!

We really appreciate the fun that Heinz Canada has brought to a relatively static and classic food staple in the video produced for this limited edition run. The video they created is a neat mix of animation, user-generated content with social media call-outs and, presumably, real customers in-store reactions to the bottles - all the while with such a classic song of Figaro's Aria from The Barber of Seville. Bravo Heinz Canada!

For more about this campaign, check out this article in AdAge.